TimberTracks: Shaping the forestry industry through tech

  • Provides productive and cost efficient opportunities to maximize success forestry through tech adoption
  • Local business evolves from running queries in excel into THE tool in the forestry industry
  • Benefits of building a business and family in Prince George

Today, we sit down with Aaron Sinclair from TimberTracks to talk about how they’ve been helping forestry become more efficient. You might say that they have become THE tool in the forestry industry.

We all do things unintentionally, but have you ever created your own business that way? That’s what Aaron Sinclaire did; he identified a pain in the marketplace and filled it. And from this need, Timber Tracks was created.

“The biggest thing is market validation,” says Aaron. “Make sure you build something your customer wants.”


It’s no surprise Aaron’s company is successful. He had 15 years of experience in the timber industry before starting TimberTracks. It’s why he understood ways to make the forestry sector more efficient. He started off by running queries in excel that evolved to a centralized database and now it’s a SaaS platform that automates data collection.

Forestry + Innovation + Time = Efficiency

Forestry has lagged on adopting technology on the bush side. There’s an incredible amount of technology in the sawmills but limited advancement on the bush side… that is until the last few years.

There’s innovation in different applications in the forestry industry to minimize safety issues and to assist with preplanning and harvesting. The benefits are three-fold.

  • Minimize risk of injury on slopes:
    • Machines are used to cut down trees instead of people walking around with chainsaws
  • Increase turn-around time
    • By switching from paper time sheets to electronic time cards a 2 week turn-around time became almost real-time
  • Decrease costs
    • Technical issues can even be fixed instead of a pricier replacement fee.

“Now how does TimberTracks come in?”, you might be wondering.

It maximizes the success of the whole supply chain by providing the most productive and cost-efficient opportunities. Timber Tracks continues to analyze data and build more tools so that they’re an integral part of assisted planning.

TimberTracks does this in 3 steps:

  1. Collect data by gathering information in a systematic fashion
  2. Validate the meaningfulness and security of the data
  3. Report actionable insights for each company’s business performance

Lessons Learned, A Global Solution, Some Local Challenges to Achieve

Seems simple enough, right? Although they’ve got their business processes structured like a recipe, Aaron shares the challenges he’s encountered building his business in Prince George.

“We’re not necessarily seen as a tech hub,” says Aaron. Even though TimberTracks is a tech company, they started with everything outsourced. In fact, they only have one in-house developer, thanks to the BC Tech Co-op Grants Program from BC Innovation Council.

Today, Aaron shares with us his advice for current and future entrepreneurs.

“The number one thing we’ve seen in our other businesses where we deal with other entrepreneurs is market validation,” says Aaron.

Not only do you need to satisfy the needs of your clients and customers, but you also need to make it easy for them to use your product and service.

Now with that tip, can you identifying a need in the market that you think needs to be filled?

Back To Top